United Kingdom consumers are becoming more comfortable using contactless payments as banks such as Barclays PLC push the technology. But users of contactless payment want to see more retailer acceptance of the technology, new survey data suggest.

Visa Europe conducted the survey of 2,000 UK consumers as part of its Contactless Barometer quarterly report, which tracks consumers’ attitudes about emerging payments technology.

Some 85% of contactless-payment users who responded said they would recommend the technology to friends and family. But 28% responded that not enough retailers accept contactless payments, and 57% said a retailer had never asked them to pay via contactless.

Some 37% of respondents said the lack of contactless acceptance points is preventing them from using the technology more often.

“It’s good to see that users of contactless are satisfied with the technology, but it’s also clear that many consumers would like to see it become more widely available across the country,” Mark Austin, Visa Europe head of contactless, said in a press release.

Contactless acceptance is growing, Visa noted in its report.

McDonald’s Corp. accepts contactless payments at all 1,200 of its UK locations. Overall, merchants deploy some 70,000 contactless point-of-sale terminals in the region.

Visa expects more retailers, such as Starbucks Corp., to add acceptance soon, according to the report.

Visa also asked consumers how contactless payment affects their shopping preferences. Some 53% of respondents liked not handing their card over to a cashier, while 55% said they appreciated not having to carry cash in a purse or wallet. But only 31% cited speed of a contactless transaction versus cash as a factor.

Visa believes consumers have some misconceptions about fraud and contactless cards. Some 44% of users who responded expressed concern about security if the card is stolen, suggesting issuers need to educate their customers more about their security protections, Visa said.

“Contactless cards are subject to the same level of consumer protection as all Visa cards, which means that if you are a victim of fraud, you can get your money back,” Austin noted.

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